Qualitative Research

Qualitative market research explores in-depth perceptions, feelings, and motivations behind human behavior. Using methods like interviews and focus groups, it provides rich, descriptive insights rather than quantifiable statistics.

It’s More Than a Feeling: the Power of Music in Qual Research

Qualitative Research

It’s More Than a Feeling: the Power of Music in Qual Research

Uncover the captivating allure of music as a key instrument in qualitative research, harnessing its power to access depths of emotion.

Katie Gillespie

Katie Gillespie

Head of Research at Sympler

Latest

AI is Transforming Qualitative Research Coding

Qualitative Research

Partner Content

AI is Transforming Qualitative Research Coding

Discover the significance of coding in qualitative research, explore traditional methods, and witness the transformative impact of AI.

Jessica Dubin

Jessica Dubin

Chief Product Officer at Remesh

Best of: Qualitative 2.0: Exploring the Role of Generative AI and Synthetic Audiences with Isaac Rogers
Natalie Pusch

Natalie Pusch

Senior Content Producer at Greenbook

The Promise of AI for Market Research & Insights

The Prompt

The Promise of AI for Market Research & Insights

There is no question the world needs to proceed with great caution. That so many knowledgeable AI practitioners are concerned is a red flag. When I th...

Simon Edwards

Simon Edwards

Head of Customer Research, Insight and Analytics at ANZ Bank

Interview with Rafa Cespedes: 30 Years of Market Research in Latin America

Focus on LATAM

Interview with Rafa Cespedes: 30 Years of Market Research in Latin America

Rafael Cespedes has been a partner of Greenbook for years. From crossing paths with Lenny Murphy to co-creating IIEX, his influence on the organizatio...

Isabela Sangiorgi

Isabela Sangiorgi

Jr. Research Associate at Echo Market Research

Get Inside Your Consumers’ Heads: 4 Ways to Create Meaningful CPG Products

Research Methodologies

Get Inside Your Consumers’ Heads: 4 Ways to Create Meaningful CPG Products

Out with the old, in with the new. The world is changing fast – which means brands and marketers need to come up with new innovations to keep up. Some...

NA

Nihal Advani

Founder & CEO at QualSights

Balancing Innovation and Responsibility: The Promise and Pitfalls of AI in MRX with Gary Ellis
Natalie Pusch

Natalie Pusch

Senior Content Producer at Greenbook

The Stepping Stones of Innovation: Navigating Failure and Empathy with Carol Fitzgerald
Natalie Pusch

Natalie Pusch

Senior Content Producer at Greenbook

How Generative AI is Changing the Research Industry

The Prompt

How Generative AI is Changing the Research Industry

ChatGPT (GPT meaning “Generative Pre-trained Transformer”) is a chatbot launched by OpenAI in November 2022. It has quickly exploded in public awarene...

Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

ChatGPT and Implications for Market Research

The Prompt

ChatGPT and Implications for Market Research

Disclaimer: Unlike other articles you may have read about ChatGPT, this one definitely wasn’t authored by ChatGPT! What is ChatGPT? ChatGPT is the lat...

Josh Seltzer

Josh Seltzer

CTO at Nexxt Intelligence

What Does It Take to be a Good Moderator?

Research Methodologies

What Does It Take to be a Good Moderator?

Qualitative Market Research (QLMR) has changed over the past 25 years since I started in the field, but some things have stayed the same … including w...

Amber Tedesco

Amber Tedesco

CEO at RIVA Market Research and Training Institute

The Greatly Maligned Focus Group

Gain & Retain®

The Greatly Maligned Focus Group

May I begin by recommending a marketing podcast entitled ‘Black T-Shirts’[i] that celebrates the intersection between creativity and marketing. The po...

Ken Roberts

Ken Roberts

Chief Innovation Officer at Forethought

How Video Insights Help Brands Connect with Target Consumers

How Video Insights Help Brands Connect with Target Consumers

Market researchers have a lot of tools to gather insights, but video is one of the most powerful—and least adopted. In the past, acquiring video insig...

Marina Ilishaev

Marina Ilishaev

Vice President, Product Marketing at Suzy

What Design Thinking and Human Centered Design can Learn from Marketing Research

Gain & Retain®

What Design Thinking and Human Centered Design can Learn from Marketing Research

With statements like “solving problems from an end-user’s perspective at our core” who could possibly argue with the approaches espoused by design thi...

Ken Roberts

Ken Roberts

Chief Innovation Officer at Forethought

The Need for Empathetic Research: From Consumer to Human Insights

Focus on APAC

The Need for Empathetic Research: From Consumer to Human Insights

A well-known observation we all agree with is that consumers lack attention today across most categories and segments. So, what do we do? Do we leave ...

Abhijit Sah

Abhijit Sah

Insights Head at Consumer-Tech

3 Emerging Qualitative Research Trends to Watch

3 Emerging Qualitative Research Trends to Watch

Insight experts across the industry are watching to discover what innovations arise in the next few years that will expand the reach, influence and ef...

Emily James

Emily James

Insights Marketer at FlexMR

How to Survive—And Even Thrive—During A Recession with Market Research

How to Survive—And Even Thrive—During A Recession with Market Research

It’s no longer a matter of if a recession will happen but when. And while the very idea of a recession can send a shiver up the spine of brands…

William Cimarosa

William Cimarosa

VP of Market Research at Suzy

The Platformification of QualiQuant Continues

Insights Industry News

The Platformification of QualiQuant Continues

Way back in the ancient days of the early 2000’s during the first wave of research technology growth several platforms emerged that combined quant met...

Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

IIEX North America Debrief with Lenny Murphy, Karen Lynch, & Jamin Brazil

CEO Series

IIEX North America Debrief with Lenny Murphy, Karen Lynch, & Jamin Brazil

Discussing the key themes & trends of IIEX North America 2022.

Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

Insight Communities: Flourishing In a Time of Change
Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

Let’s Get Conversational!

Focus on APAC

Let’s Get Conversational!

Introducing conversational surveys, or conversational AI.

Phil Sutcliffe

Phil Sutcliffe

Managing Partner at Nexxt Intelligence

Building Your Fame Muscle: A Workout for Qualitative Researchers

Mastering Insights Communications

Building Your Fame Muscle: A Workout for Qualitative Researchers

The top skills needed for a Qual Researcher to excel in the industry.

Lucy Davison

Lucy Davison

Founder and Managing Director at Keen as Mustard Marketing

Comparing Generational Happiness Drivers in 2022

Qualitative Research

Comparing Generational Happiness Drivers in 2022

Happiness drivers across four generations.

Jamin Brazil

Jamin Brazil

Chairman & CEO at HubUX

The Biggest Challenges Facing Millennials Going into 2022 and Beyond

Focus Groups

The Biggest Challenges Facing Millennials Going into 2022 and Beyond

Millennials: their drivers of happiness and their biggest challenges.

Jamin Brazil

Jamin Brazil

Chairman & CEO at HubUX

Brand Strategy

Validating Advertising Campaigns During a Tumultuous Year

A case study focused on an insurance company’s advertising strategy.

Suzy null

Suzy

How to Effectively Incentivize Gen Z to Participate in Market Research

Consumer Behavior

How to Effectively Incentivize Gen Z to Participate in Market Research

In incentivizing Gen Z to participate in market research, building trust and providing value exchange is key.

Jamin Brazil

Jamin Brazil

Chairman & CEO at HubUX

How to Effectively Conduct Research with Gen Z

Brand Strategy

How to Effectively Conduct Research with Gen Z

The types of communications that Gen Z tolerates.

Jamin Brazil

Jamin Brazil

Chairman & CEO at HubUX

Putting the Search in Market Research: The Vital Importance of SEO to Insights

Mastering Insights Communications

Putting the Search in Market Research: The Vital Importance of SEO to Insights

Integrate SEO into your communications strategy from the outset.

Simon Dunn

Simon Dunn

Creative Director at Keen as Mustard Marketing

5 Most Common Reasons Why Brands Think They Can Skimp on User Research

Consumer Behavior

5 Most Common Reasons Why Brands Think They Can Skimp on User Research

Diving into why UX research shouldn’t be disregarded by brands.

Nikki Lavoie

Nikki Lavoie

Founder & CEO at MindSpark Research International

Gaming Website UX Testing

Qualitative Research

Gaming Website UX Testing

Build an insight community to use for products and industry research.

ISA Corp

ISA Corp

Diving Deep on Creative Development

Artificial Intelligence and Machine Learning

Diving Deep on Creative Development

Brand messaging that is relevant to their target audience.

Methodify by

Methodify by

How to Gain Deeper Insights Through Communities: Four Projective Techniques

Qualitative Research

How to Gain Deeper Insights Through Communities: Four Projective Techniques

Target consumers’ experiences, emotions, and brand perception.

Finch Brands

Finch Brands

How Sensemaking Helps Us Understand Vegetarians and Vegans in Australia

Focus on APAC

How Sensemaking Helps Us Understand Vegetarians and Vegans in Australia

How Sensemaking helps researchers understand challenges and social and cultural tensions.

Sue Bell

Sue Bell

Research Director at Susan Bell Research

Dave Carruthers Shares His Winning Formula

Executive Insights

Dave Carruthers Shares His Winning Formula

The evolution of the market research industry and his tips for becoming a successful entrepreneur.

Rudly Raphael

Rudly Raphael

Founder & CEO at Eyes4Research

GreenBook Future List Spotlight: Katrin Krüger

Qualitative Research

GreenBook Future List Spotlight: Katrin Krüger

GRIT Future List honoree, Katrin Krüger, tells us why online qual options can inspire infectious enthusiasm from participants and clients.

Greenbook

Greenbook

Complex Brand Questions Require Multi-Modal Market Research Approaches

Research Methodologies

Complex Brand Questions Require Multi-Modal Market Research Approaches

How Activision Blizzard used a neuroscience-based multi-modal approach to create a 360-degree picture of the evolving mindset of the esports audience ...

Devora Rogers

Devora Rogers

Chief Strategy Officer at Alter Agents

How Online Qualitative Research is Like Buying a Car… and How It Can Be Made Simpler

Insights Industry News

How Online Qualitative Research is Like Buying a Car… and How It Can Be Made Simpler

Three keys to simplifying the process and making your virtual research experience better.

Brett Watkins

Brett Watkins

CEO at L&E Research

A Sit Down With Rebecca Brooks

CEO Series

A Sit Down With Rebecca Brooks

Why questionnaires should stop thinking like a needy boyfriend and start thinking like an actual consumer.

Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

Tech Companies Are Redefining Mixed Methods Research

Tech Companies Are Redefining Mixed Methods Research

As the tech industry continues to build user research into a standalone function, they are quickly rewriting the rules of the research industry as we ...

Daniel Kyne

Daniel Kyne

Co-Founder & CEO at OpinionX

How to Think About ‘Insight’ for Real Business Impact

Insights Industry News

How to Think About ‘Insight’ for Real Business Impact

Are traditional views of insights outdated in today’s fast-paced business environment?

Tamara Franklin

Tamara Franklin

Content Marketing Manager at AYTM

5 Considerations for Human Factors Testing

Research Methodologies

5 Considerations for Human Factors Testing

The medical device industry is an innovation hot spot. Here are five pitfalls to avoid so your project can be completed without unexpected interruptio...

Christine Lally

Christine Lally

President at Fieldwork Boston

Is In-Person Research Dead? Or Just Hibernating?

Research Technology (ResTech)

Is In-Person Research Dead? Or Just Hibernating?

Remote research has its limits. But is remote research gone for good?

Brett Watkins

Brett Watkins

CEO at L&E Research

Designing Mixed Methodology Studies for More Prescriptive Insights

Research Methodologies

Designing Mixed Methodology Studies for More Prescriptive Insights

Learn how to design a mixed methodology study that will inform your next critical business decision or strategic initiative.

Nick Herff

Nick Herff

Content Strategy Manager at GutCheck

Communities: The Key to Strategic Research in the COVID-Era?

Research Methodologies

Communities: The Key to Strategic Research in the COVID-Era?

Once believed to be a minor player, online communities have become a central pillar of an effective research strategy.

Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

How to be Bland: Insights From Direct-to-Consumer Branding

Brand Strategy

How to be Bland: Insights From Direct-to-Consumer Branding

Towards Utility Chic: Embracing Health-Tech in the Bathroom.

Anurag Banerjee

Anurag Banerjee

Co-Founder and CEO at Quilt.AI

Is Organic Web Traffic a Predictor of Brand Choice? – A Closer Look at Les Binet’s “New Way”

Gain & Retain®

Is Organic Web Traffic a Predictor of Brand Choice? – A Closer Look at Les Binet’s “New Way”

Is Les Binet correct? Is organic search the one metric to use when tracking brand health?

Ken Roberts

Ken Roberts

Chief Innovation Officer at Forethought

Practice Better Self Care With a Better Research Workflow

Practice Better Self Care With a Better Research Workflow

Optimize your workflow for better focus, faster analysis, and more successful insights.

Guv Callahan

Guv Callahan

Content Marketing Manager at Rev

The Five Clear Steps to Successful Product Testing Right Now

The Five Clear Steps to Successful Product Testing Right Now

Product testing during COVID is possible with these must-know steps.

Rebecca West

Rebecca West

Hearing is Believing: Reducing Barriers to Amplify the Patient Voice

Hearing is Believing: Reducing Barriers to Amplify the Patient Voice

How an Automated Voice Response (AVR) platform empowers patients, caregivers, and physicians to tell their stories anytime, anywhere, allowing researc...

Kathryn Ticknor

Kathryn Ticknor

Head of Research at inVibe Labs

Rare Honesty Sparks Rare Disease Drug’s Next Big Leap

Rare Honesty Sparks Rare Disease Drug’s Next Big Leap

A client’s breakthrough therapy versus the most popular treatment. Who would win?

Carol Tobler

Carol Tobler

Director, Quant Operations at Shapiro+Raj

Ethnography: Does Remote Research Really Count?

Ethnography: Does Remote Research Really Count?

If Ethnographers study humans in the “real world” what exactly does that mean for remote research?

Ben Jacobson

Ben Jacobson

Partner and Director at Conifer Research

The Five Research Habits of Highly Successful Businesses

The Five Research Habits of Highly Successful Businesses

Five common research habits to set you up for MRX success.

Alessia Lamonaca

Alessia Lamonaca

Director of Marketing at Medallia LivingLens

Leadership Shifts During the Pandemic

Leadership Shifts During the Pandemic

Has the pandemic brought teams closer together? Takeaways that will make you a better, more fulfilled leader.

Rachel Dreyfus

Rachel Dreyfus

Five Challenges to Overcome for Successful Market Research Online Communities

Research Methodologies

Five Challenges to Overcome for Successful Market Research Online Communities

Market research online communities can deliver unbeatable insights instantly and provide great ROI.

Lisa Boughton

Lisa Boughton

Director & Co-Founder at Angelfish Fieldwork

Virtual Conversations, Real Answers

Qualitative Research

Virtual Conversations, Real Answers

Driving actionable insights, from online qualitative research.

Manisha Dikshit

Manisha Dikshit

Online Tools Democratize Qualitative Research, Boost Customer Closeness and Participation

Qualitative Research

Online Tools Democratize Qualitative Research, Boost Customer Closeness and Participation

The increasing shift to use of online research tools.

Jim Longo

Jim Longo

Co Founder & Senior Vice President - Research Solutions at Discuss.io

Manage the Overwhelming Chaos of Qualitative Research Data

Manage the Overwhelming Chaos of Qualitative Research Data

How to keep qualitative data organized.

Rebecca West

Rebecca West

Qual Research: On Its Best Behavior

Qual Research: On Its Best Behavior

Skills to keep up with changes occurring in qualitative research.

Matt Michaud

Matt Michaud

Top Insights & Analytics Leaders Share Their 2020 Predictions

Top Insights & Analytics Leaders Share Their 2020 Predictions

What the leaders of market research expect in 2020.

Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

Interview with Matt Warta, CEO of GutCheck

CEO Series

Interview with Matt Warta, CEO of GutCheck

Insights on the application of agile research, automation, and more.

Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

Big Data Complements Qual at Fusion 2019

Big Data Complements Qual at Fusion 2019

A look into the upcoming ESOMAR Fusion event.

Finn Raben

Finn Raben

Director General at ESOMAR

An Anthropological Focus on Housing Issues

Research Methodologies

An Anthropological Focus on Housing Issues

Using anthropology to understand the ‘why’ behind consumer behaviors.

Julia Stewart

Julia Stewart

Research Analyst at M-Brain Group

Interview with Deborah Ancona: Seley Distinguished Professor

Research Methodologies

Interview with Deborah Ancona: Seley Distinguished Professor

Qualitative Research takes the front seat in this interview with Deborah Ancona.

Edward Appleton

Edward Appleton

Director Global Marketing at Happy Thinking People

Why Qual Research is Making a Comeback (and Encroaching on Quant Territory)

Research Methodologies

Why Qual Research is Making a Comeback (and Encroaching on Quant Territory)

More researchers are turning away from massive surveys and are embracing the power of actual conversations

Jack Pratten

Jack Pratten

CEO at Respondent Inc

How & When to Use Online Qual for Designing Successful Consumer Studies

How & When to Use Online Qual for Designing Successful Consumer Studies

Many researchers are unaware of the multitude of online qual options that can unearth deeper insights

Ray Fischer

Ray Fischer

A Fusion of Thick and Thin Data

CEO Series

A Fusion of Thick and Thin Data

Explore the latest thinking in qualitative and big data at ESOMAR Fusion

Finn Raben

Finn Raben

Director General at ESOMAR

How to Ensure You’re Recruiting the Right Study Participants

How to Ensure You’re Recruiting the Right Study Participants

Recruiting the best participants is crucial for quality sample

Anton Nicolaides

Anton Nicolaides

Partner, Business Development & Research at Decision Point Research

The Forms, Fails and Opportunities of Online Qual Communities

The Forms, Fails and Opportunities of Online Qual Communities

Pushing past old design frameworks into more creative ways to capture insights

Dana Cassady

Dana Cassady

Manager, Client Development at Recollective

6 Reasons Why Market Researchers are Adopting Online Qual

6 Reasons Why Market Researchers are Adopting Online Qual

MRX professionals are leveraging online qual for faster, better feedback

Ray Fischer

Ray Fischer

Technology That May One Day Impact Market Research

Research Technology (ResTech)

Technology That May One Day Impact Market Research

Technology’s potential for faster, cost-efficient human insights through emotional analysis and virtual reality

Brooke Patton

Brooke Patton

Marketing & Content Specialist at GutCheck

Sentiment Analysis and Its Application in Social Media

Sentiment Analysis and Its Application in Social Media

Harvesting qualitative feedback from social media sentiment analysis

Maria Thomas

Maria Thomas

Emoji Analysis: 5 Ways to Crack the Consumer Code

Emoji Analysis: 5 Ways to Crack the Consumer Code

Relevant consumer brand opinions are revealed through the use of emoji analysis.

Carrie Butler

Carrie Butler

Lights, Camera, Action: How to Best Leverage Video Feedback

Lights, Camera, Action: How to Best Leverage Video Feedback

How to implement a successful video feedback strategy

Malkit Kaur

Malkit Kaur

Drink Label Design: So Fast You’ll Freak

Drink Label Design: So Fast You’ll Freak

[Case Study] Remesh used in-depth moderation and Live Analysis to quickly create a package design that connected with consumers.

Andrew Konya

Andrew Konya

CEO at Remesh

How Does the QRCA Membership Expansion Affect You?

CEO Series

How Does the QRCA Membership Expansion Affect You?

QRCA is broadening its membership to include researchers that work on the client side and at agencies.

Amy Savin

Amy Savin

President at Savin Management Group LLC

The Bottom Line from the 2018 QRCA Annual Conference

CEO Series

The Bottom Line from the 2018 QRCA Annual Conference

Summary of the 2018 QRCA Annual Conference on qualitative research & emerging trends

Amy Savin

Amy Savin

President at Savin Management Group LLC

What does 2018 have in Store for Qualitative Research?

What does 2018 have in Store for Qualitative Research?

Discuss five trends that will impact the face of market research in 2018.

Laura Livers

Laura Livers

Chief Executive Officer at Focus Pointe Global

12 Crucial Tips to Designing Smartphone Qualitative that Gets Great Insight

Research Technology (ResTech)

12 Crucial Tips to Designing Smartphone Qualitative that Gets Great Insight

Learn 12 crucial tips to designing successful and engaging smartphone-based qualitative projects.

Ross McLean

Ross McLean

Three New Qualitative Research Technologies That Will Change Marketing and Innovation

Research Technology (ResTech)

Three New Qualitative Research Technologies That Will Change Marketing and Innovation

Learn about three technology trends that are changing the effectiveness of qualitative research and delivering actionable consumer insights.

Monica Zinchiak

Monica Zinchiak

Can Research be Right if the Participants are Wrong?

Can Research be Right if the Participants are Wrong?

Help benchmark the views of qualitative researchers and share your experiences on research participant recruitment.

Hugh Carling

Hugh Carling

Co-Founder at Liveminds

Improve Your Discussion Guides with Visual Design

Research Methodologies

Improve Your Discussion Guides with Visual Design

In this Monthly Dose of Design, learn how to apply design principles to discussion guides.

Emma Galvin

Emma Galvin

Creative Designer at Northstar Research

Top 7 Video Content Analysis Tools

Research Technology (ResTech)

Top 7 Video Content Analysis Tools

Mike Kuehne investigates the landscape of video analysis tools and their common applications.

Mike Kuehne

Mike Kuehne

How IIeX Competition Winners Delvv.io Deliver Qual Insights At Scale

CEO Series

How IIeX Competition Winners Delvv.io Deliver Qual Insights At Scale

An interview with Delvv.io co-founder and CEO Trevor Wolfe, winner of the IIeX EU 2017 Insight Innovation Competition.

Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

Research Methodologies

Real-Time Market Research

What is real-time market research and how does it change the way researchers understand an experience?

Andrew Konya

Andrew Konya

CEO at Remesh

What’s Trending on #MRX? Jeffery Henning’s #MRX Top 10 – May 24, 2017

Jeffrey Henning details the 10 most retweeted links shared using #mrx over the last two weeks.

Jeffrey Henning

Jeffrey Henning

Chief Research Officer at Researchscape

CEO Series

2 Essential Questions You Need to Be Asking Your Data Provider

The two essential questions you should ask your data provider to gain a better understanding of research participants – and why it matters.

Melanie Courtright

Melanie Courtright

Research Methodologies

Making Online Qualitative a Success: Through Their Eyes and in Their Shoes

Katja Cahoon explores the challenges and benefits of online qualitative research.

Katja Cahoon

Katja Cahoon

Managing Founder at Beacon Insight Group

10 Best Practices to Fast Track Your Qual

Research Methodologies

10 Best Practices to Fast Track Your Qual

10 Best Practices that allow teams to conduct agile qualitative research without compromising depth or quality of insights.

Katrina Noelle

Katrina Noelle

Welcome to the Third Age of Focus Groups

Research Methodologies

Welcome to the Third Age of Focus Groups

FocusVision CEO Jamin Brazil explains why the focus group is even more relevant today than it’s ever been.

Jamin Brazil

Jamin Brazil

Chairman & CEO at HubUX

Research Technology (ResTech)

Putting the Human Touch Back in Market Research

Automating certain elements of the research process allows you to focus on gathering insights and connecting with consumers.

Jim Longo

Jim Longo

Co Founder & Senior Vice President - Research Solutions at Discuss.io

Are Myths Stopping You From Engaging in Online Qualitative Research?

Research Methodologies

Are Myths Stopping You From Engaging in Online Qualitative Research?

Online qualitative research is rapidly gaining in popularity, however, myths about it still abound.

Katja Cahoon

Katja Cahoon

Managing Founder at Beacon Insight Group

AI is Transforming Qualitative Research Coding

Qualitative Research

Partner Content

AI is Transforming Qualitative Research Coding

Discover the significance of coding in qualitative research, explore traditional methods, and witness the transformative impact of AI.

Jessica Dubin

Jessica Dubin

Chief Product Officer at Remesh

Best of: Qualitative 2.0: Exploring the Role of Generative AI and Synthetic Audiences with Isaac Rogers
Natalie Pusch

Natalie Pusch

Senior Content Producer at Greenbook

The Promise of AI for Market Research & Insights

The Prompt

The Promise of AI for Market Research & Insights

There is no question the world needs to proceed with great caution. That so many knowledgeable AI practitioners are concerned is a red flag. When I th...

Simon Edwards

Simon Edwards

Head of Customer Research, Insight and Analytics at ANZ Bank

Interview with Rafa Cespedes: 30 Years of Market Research in Latin America

Focus on LATAM

Interview with Rafa Cespedes: 30 Years of Market Research in Latin America

Rafael Cespedes has been a partner of Greenbook for years. From crossing paths with Lenny Murphy to co-creating IIEX, his influence on the organizatio...

Isabela Sangiorgi

Isabela Sangiorgi

Jr. Research Associate at Echo Market Research

Get Inside Your Consumers’ Heads: 4 Ways to Create Meaningful CPG Products

Research Methodologies

Get Inside Your Consumers’ Heads: 4 Ways to Create Meaningful CPG Products

Out with the old, in with the new. The world is changing fast – which means brands and marketers need to come up with new innovations to keep up. Some...

NA

Nihal Advani

Founder & CEO at QualSights

Balancing Innovation and Responsibility: The Promise and Pitfalls of AI in MRX with Gary Ellis
Natalie Pusch

Natalie Pusch

Senior Content Producer at Greenbook

The Stepping Stones of Innovation: Navigating Failure and Empathy with Carol Fitzgerald
Natalie Pusch

Natalie Pusch

Senior Content Producer at Greenbook

How Generative AI is Changing the Research Industry

The Prompt

How Generative AI is Changing the Research Industry

ChatGPT (GPT meaning “Generative Pre-trained Transformer”) is a chatbot launched by OpenAI in November 2022. It has quickly exploded in public awarene...

Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

ChatGPT and Implications for Market Research

The Prompt

ChatGPT and Implications for Market Research

Disclaimer: Unlike other articles you may have read about ChatGPT, this one definitely wasn’t authored by ChatGPT! What is ChatGPT? ChatGPT is the lat...

Josh Seltzer

Josh Seltzer

CTO at Nexxt Intelligence

What Does It Take to be a Good Moderator?

Research Methodologies

What Does It Take to be a Good Moderator?

Qualitative Market Research (QLMR) has changed over the past 25 years since I started in the field, but some things have stayed the same … including w...

Amber Tedesco

Amber Tedesco

CEO at RIVA Market Research and Training Institute

The Greatly Maligned Focus Group

Gain & Retain®

The Greatly Maligned Focus Group

May I begin by recommending a marketing podcast entitled ‘Black T-Shirts’[i] that celebrates the intersection between creativity and marketing. The po...

Ken Roberts

Ken Roberts

Chief Innovation Officer at Forethought

How Video Insights Help Brands Connect with Target Consumers

How Video Insights Help Brands Connect with Target Consumers

Market researchers have a lot of tools to gather insights, but video is one of the most powerful—and least adopted. In the past, acquiring video insig...

Marina Ilishaev

Marina Ilishaev

Vice President, Product Marketing at Suzy

What Design Thinking and Human Centered Design can Learn from Marketing Research

Gain & Retain®

What Design Thinking and Human Centered Design can Learn from Marketing Research

With statements like “solving problems from an end-user’s perspective at our core” who could possibly argue with the approaches espoused by design thi...

Ken Roberts

Ken Roberts

Chief Innovation Officer at Forethought

The Need for Empathetic Research: From Consumer to Human Insights

Focus on APAC

The Need for Empathetic Research: From Consumer to Human Insights

A well-known observation we all agree with is that consumers lack attention today across most categories and segments. So, what do we do? Do we leave ...

Abhijit Sah

Abhijit Sah

Insights Head at Consumer-Tech

3 Emerging Qualitative Research Trends to Watch

3 Emerging Qualitative Research Trends to Watch

Insight experts across the industry are watching to discover what innovations arise in the next few years that will expand the reach, influence and ef...

Emily James

Emily James

Insights Marketer at FlexMR

How to Survive—And Even Thrive—During A Recession with Market Research

How to Survive—And Even Thrive—During A Recession with Market Research

It’s no longer a matter of if a recession will happen but when. And while the very idea of a recession can send a shiver up the spine of brands…

William Cimarosa

William Cimarosa

VP of Market Research at Suzy

The Platformification of QualiQuant Continues

Insights Industry News

The Platformification of QualiQuant Continues

Way back in the ancient days of the early 2000’s during the first wave of research technology growth several platforms emerged that combined quant met...

Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

IIEX North America Debrief with Lenny Murphy, Karen Lynch, & Jamin Brazil

CEO Series

IIEX North America Debrief with Lenny Murphy, Karen Lynch, & Jamin Brazil

Discussing the key themes & trends of IIEX North America 2022.

Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

Insight Communities: Flourishing In a Time of Change
Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

Let’s Get Conversational!

Focus on APAC

Let’s Get Conversational!

Introducing conversational surveys, or conversational AI.

Phil Sutcliffe

Phil Sutcliffe

Managing Partner at Nexxt Intelligence

Building Your Fame Muscle: A Workout for Qualitative Researchers

Mastering Insights Communications

Building Your Fame Muscle: A Workout for Qualitative Researchers

The top skills needed for a Qual Researcher to excel in the industry.

Lucy Davison

Lucy Davison

Founder and Managing Director at Keen as Mustard Marketing

Comparing Generational Happiness Drivers in 2022

Qualitative Research

Comparing Generational Happiness Drivers in 2022

Happiness drivers across four generations.

Jamin Brazil

Jamin Brazil

Chairman & CEO at HubUX

The Biggest Challenges Facing Millennials Going into 2022 and Beyond

Focus Groups

The Biggest Challenges Facing Millennials Going into 2022 and Beyond

Millennials: their drivers of happiness and their biggest challenges.

Jamin Brazil

Jamin Brazil

Chairman & CEO at HubUX

Brand Strategy

Validating Advertising Campaigns During a Tumultuous Year

A case study focused on an insurance company’s advertising strategy.

Suzy null

Suzy

How to Effectively Incentivize Gen Z to Participate in Market Research

Consumer Behavior

How to Effectively Incentivize Gen Z to Participate in Market Research

In incentivizing Gen Z to participate in market research, building trust and providing value exchange is key.

Jamin Brazil

Jamin Brazil

Chairman & CEO at HubUX

How to Effectively Conduct Research with Gen Z

Brand Strategy

How to Effectively Conduct Research with Gen Z

The types of communications that Gen Z tolerates.

Jamin Brazil

Jamin Brazil

Chairman & CEO at HubUX

Putting the Search in Market Research: The Vital Importance of SEO to Insights

Mastering Insights Communications

Putting the Search in Market Research: The Vital Importance of SEO to Insights

Integrate SEO into your communications strategy from the outset.

Simon Dunn

Simon Dunn

Creative Director at Keen as Mustard Marketing

5 Most Common Reasons Why Brands Think They Can Skimp on User Research

Consumer Behavior

5 Most Common Reasons Why Brands Think They Can Skimp on User Research

Diving into why UX research shouldn’t be disregarded by brands.

Nikki Lavoie

Nikki Lavoie

Founder & CEO at MindSpark Research International

Gaming Website UX Testing

Qualitative Research

Gaming Website UX Testing

Build an insight community to use for products and industry research.

ISA Corp

ISA Corp

Diving Deep on Creative Development

Artificial Intelligence and Machine Learning

Diving Deep on Creative Development

Brand messaging that is relevant to their target audience.

Methodify by

Methodify by

How to Gain Deeper Insights Through Communities: Four Projective Techniques

Qualitative Research

How to Gain Deeper Insights Through Communities: Four Projective Techniques

Target consumers’ experiences, emotions, and brand perception.

Finch Brands

Finch Brands

How Sensemaking Helps Us Understand Vegetarians and Vegans in Australia

Focus on APAC

How Sensemaking Helps Us Understand Vegetarians and Vegans in Australia

How Sensemaking helps researchers understand challenges and social and cultural tensions.

Sue Bell

Sue Bell

Research Director at Susan Bell Research

Dave Carruthers Shares His Winning Formula

Executive Insights

Dave Carruthers Shares His Winning Formula

The evolution of the market research industry and his tips for becoming a successful entrepreneur.

Rudly Raphael

Rudly Raphael

Founder & CEO at Eyes4Research

GreenBook Future List Spotlight: Katrin Krüger

Qualitative Research

GreenBook Future List Spotlight: Katrin Krüger

GRIT Future List honoree, Katrin Krüger, tells us why online qual options can inspire infectious enthusiasm from participants and clients.

Greenbook

Greenbook

Complex Brand Questions Require Multi-Modal Market Research Approaches

Research Methodologies

Complex Brand Questions Require Multi-Modal Market Research Approaches

How Activision Blizzard used a neuroscience-based multi-modal approach to create a 360-degree picture of the evolving mindset of the esports audience ...

Devora Rogers

Devora Rogers

Chief Strategy Officer at Alter Agents

How Online Qualitative Research is Like Buying a Car… and How It Can Be Made Simpler

Insights Industry News

How Online Qualitative Research is Like Buying a Car… and How It Can Be Made Simpler

Three keys to simplifying the process and making your virtual research experience better.

Brett Watkins

Brett Watkins

CEO at L&E Research

A Sit Down With Rebecca Brooks

CEO Series

A Sit Down With Rebecca Brooks

Why questionnaires should stop thinking like a needy boyfriend and start thinking like an actual consumer.

Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

Tech Companies Are Redefining Mixed Methods Research

Tech Companies Are Redefining Mixed Methods Research

As the tech industry continues to build user research into a standalone function, they are quickly rewriting the rules of the research industry as we ...

Daniel Kyne

Daniel Kyne

Co-Founder & CEO at OpinionX

How to Think About ‘Insight’ for Real Business Impact

Insights Industry News

How to Think About ‘Insight’ for Real Business Impact

Are traditional views of insights outdated in today’s fast-paced business environment?

Tamara Franklin

Tamara Franklin

Content Marketing Manager at AYTM

5 Considerations for Human Factors Testing

Research Methodologies

5 Considerations for Human Factors Testing

The medical device industry is an innovation hot spot. Here are five pitfalls to avoid so your project can be completed without unexpected interruptio...

Christine Lally

Christine Lally

President at Fieldwork Boston

Is In-Person Research Dead? Or Just Hibernating?

Research Technology (ResTech)

Is In-Person Research Dead? Or Just Hibernating?

Remote research has its limits. But is remote research gone for good?

Brett Watkins

Brett Watkins

CEO at L&E Research

Designing Mixed Methodology Studies for More Prescriptive Insights

Research Methodologies

Designing Mixed Methodology Studies for More Prescriptive Insights

Learn how to design a mixed methodology study that will inform your next critical business decision or strategic initiative.

Nick Herff

Nick Herff

Content Strategy Manager at GutCheck

Communities: The Key to Strategic Research in the COVID-Era?

Research Methodologies

Communities: The Key to Strategic Research in the COVID-Era?

Once believed to be a minor player, online communities have become a central pillar of an effective research strategy.

Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

How to be Bland: Insights From Direct-to-Consumer Branding

Brand Strategy

How to be Bland: Insights From Direct-to-Consumer Branding

Towards Utility Chic: Embracing Health-Tech in the Bathroom.

Anurag Banerjee

Anurag Banerjee

Co-Founder and CEO at Quilt.AI

Is Organic Web Traffic a Predictor of Brand Choice? – A Closer Look at Les Binet’s “New Way”

Gain & Retain®

Is Organic Web Traffic a Predictor of Brand Choice? – A Closer Look at Les Binet’s “New Way”

Is Les Binet correct? Is organic search the one metric to use when tracking brand health?

Ken Roberts

Ken Roberts

Chief Innovation Officer at Forethought

Practice Better Self Care With a Better Research Workflow

Practice Better Self Care With a Better Research Workflow

Optimize your workflow for better focus, faster analysis, and more successful insights.

Guv Callahan

Guv Callahan

Content Marketing Manager at Rev

The Five Clear Steps to Successful Product Testing Right Now

The Five Clear Steps to Successful Product Testing Right Now

Product testing during COVID is possible with these must-know steps.

Rebecca West

Rebecca West

Hearing is Believing: Reducing Barriers to Amplify the Patient Voice

Hearing is Believing: Reducing Barriers to Amplify the Patient Voice

How an Automated Voice Response (AVR) platform empowers patients, caregivers, and physicians to tell their stories anytime, anywhere, allowing researc...

Kathryn Ticknor

Kathryn Ticknor

Head of Research at inVibe Labs

Rare Honesty Sparks Rare Disease Drug’s Next Big Leap

Rare Honesty Sparks Rare Disease Drug’s Next Big Leap

A client’s breakthrough therapy versus the most popular treatment. Who would win?

Carol Tobler

Carol Tobler

Director, Quant Operations at Shapiro+Raj

Ethnography: Does Remote Research Really Count?

Ethnography: Does Remote Research Really Count?

If Ethnographers study humans in the “real world” what exactly does that mean for remote research?

Ben Jacobson

Ben Jacobson

Partner and Director at Conifer Research

The Five Research Habits of Highly Successful Businesses

The Five Research Habits of Highly Successful Businesses

Five common research habits to set you up for MRX success.

Alessia Lamonaca

Alessia Lamonaca

Director of Marketing at Medallia LivingLens

Leadership Shifts During the Pandemic

Leadership Shifts During the Pandemic

Has the pandemic brought teams closer together? Takeaways that will make you a better, more fulfilled leader.

Rachel Dreyfus

Rachel Dreyfus

Five Challenges to Overcome for Successful Market Research Online Communities

Research Methodologies

Five Challenges to Overcome for Successful Market Research Online Communities

Market research online communities can deliver unbeatable insights instantly and provide great ROI.

Lisa Boughton

Lisa Boughton

Director & Co-Founder at Angelfish Fieldwork

Virtual Conversations, Real Answers

Qualitative Research

Virtual Conversations, Real Answers

Driving actionable insights, from online qualitative research.

Manisha Dikshit

Manisha Dikshit

Online Tools Democratize Qualitative Research, Boost Customer Closeness and Participation

Qualitative Research

Online Tools Democratize Qualitative Research, Boost Customer Closeness and Participation

The increasing shift to use of online research tools.

Jim Longo

Jim Longo

Co Founder & Senior Vice President - Research Solutions at Discuss.io

Manage the Overwhelming Chaos of Qualitative Research Data

Manage the Overwhelming Chaos of Qualitative Research Data

How to keep qualitative data organized.

Rebecca West

Rebecca West

Qual Research: On Its Best Behavior

Qual Research: On Its Best Behavior

Skills to keep up with changes occurring in qualitative research.

Matt Michaud

Matt Michaud

Top Insights & Analytics Leaders Share Their 2020 Predictions

Top Insights & Analytics Leaders Share Their 2020 Predictions

What the leaders of market research expect in 2020.

Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

Interview with Matt Warta, CEO of GutCheck

CEO Series

Interview with Matt Warta, CEO of GutCheck

Insights on the application of agile research, automation, and more.

Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

Big Data Complements Qual at Fusion 2019

Big Data Complements Qual at Fusion 2019

A look into the upcoming ESOMAR Fusion event.

Finn Raben

Finn Raben

Director General at ESOMAR

An Anthropological Focus on Housing Issues

Research Methodologies

An Anthropological Focus on Housing Issues

Using anthropology to understand the ‘why’ behind consumer behaviors.

Julia Stewart

Julia Stewart

Research Analyst at M-Brain Group

Interview with Deborah Ancona: Seley Distinguished Professor

Research Methodologies

Interview with Deborah Ancona: Seley Distinguished Professor

Qualitative Research takes the front seat in this interview with Deborah Ancona.

Edward Appleton

Edward Appleton

Director Global Marketing at Happy Thinking People

Why Qual Research is Making a Comeback (and Encroaching on Quant Territory)

Research Methodologies

Why Qual Research is Making a Comeback (and Encroaching on Quant Territory)

More researchers are turning away from massive surveys and are embracing the power of actual conversations

Jack Pratten

Jack Pratten

CEO at Respondent Inc

How & When to Use Online Qual for Designing Successful Consumer Studies

How & When to Use Online Qual for Designing Successful Consumer Studies

Many researchers are unaware of the multitude of online qual options that can unearth deeper insights

Ray Fischer

Ray Fischer

A Fusion of Thick and Thin Data

CEO Series

A Fusion of Thick and Thin Data

Explore the latest thinking in qualitative and big data at ESOMAR Fusion

Finn Raben

Finn Raben

Director General at ESOMAR

How to Ensure You’re Recruiting the Right Study Participants

How to Ensure You’re Recruiting the Right Study Participants

Recruiting the best participants is crucial for quality sample

Anton Nicolaides

Anton Nicolaides

Partner, Business Development & Research at Decision Point Research

The Forms, Fails and Opportunities of Online Qual Communities

The Forms, Fails and Opportunities of Online Qual Communities

Pushing past old design frameworks into more creative ways to capture insights

Dana Cassady

Dana Cassady

Manager, Client Development at Recollective

6 Reasons Why Market Researchers are Adopting Online Qual

6 Reasons Why Market Researchers are Adopting Online Qual

MRX professionals are leveraging online qual for faster, better feedback

Ray Fischer

Ray Fischer

Technology That May One Day Impact Market Research

Research Technology (ResTech)

Technology That May One Day Impact Market Research

Technology’s potential for faster, cost-efficient human insights through emotional analysis and virtual reality

Brooke Patton

Brooke Patton

Marketing & Content Specialist at GutCheck

Sentiment Analysis and Its Application in Social Media

Sentiment Analysis and Its Application in Social Media

Harvesting qualitative feedback from social media sentiment analysis

Maria Thomas

Maria Thomas

Emoji Analysis: 5 Ways to Crack the Consumer Code

Emoji Analysis: 5 Ways to Crack the Consumer Code

Relevant consumer brand opinions are revealed through the use of emoji analysis.

Carrie Butler

Carrie Butler

Lights, Camera, Action: How to Best Leverage Video Feedback

Lights, Camera, Action: How to Best Leverage Video Feedback

How to implement a successful video feedback strategy

Malkit Kaur

Malkit Kaur

Drink Label Design: So Fast You’ll Freak

Drink Label Design: So Fast You’ll Freak

[Case Study] Remesh used in-depth moderation and Live Analysis to quickly create a package design that connected with consumers.

Andrew Konya

Andrew Konya

CEO at Remesh

How Does the QRCA Membership Expansion Affect You?

CEO Series

How Does the QRCA Membership Expansion Affect You?

QRCA is broadening its membership to include researchers that work on the client side and at agencies.

Amy Savin

Amy Savin

President at Savin Management Group LLC

The Bottom Line from the 2018 QRCA Annual Conference

CEO Series

The Bottom Line from the 2018 QRCA Annual Conference

Summary of the 2018 QRCA Annual Conference on qualitative research & emerging trends

Amy Savin

Amy Savin

President at Savin Management Group LLC

What does 2018 have in Store for Qualitative Research?

What does 2018 have in Store for Qualitative Research?

Discuss five trends that will impact the face of market research in 2018.

Laura Livers

Laura Livers

Chief Executive Officer at Focus Pointe Global

12 Crucial Tips to Designing Smartphone Qualitative that Gets Great Insight

Research Technology (ResTech)

12 Crucial Tips to Designing Smartphone Qualitative that Gets Great Insight

Learn 12 crucial tips to designing successful and engaging smartphone-based qualitative projects.

Ross McLean

Ross McLean

Three New Qualitative Research Technologies That Will Change Marketing and Innovation

Research Technology (ResTech)

Three New Qualitative Research Technologies That Will Change Marketing and Innovation

Learn about three technology trends that are changing the effectiveness of qualitative research and delivering actionable consumer insights.

Monica Zinchiak

Monica Zinchiak

Can Research be Right if the Participants are Wrong?

Can Research be Right if the Participants are Wrong?

Help benchmark the views of qualitative researchers and share your experiences on research participant recruitment.

Hugh Carling

Hugh Carling

Co-Founder at Liveminds

Improve Your Discussion Guides with Visual Design

Research Methodologies

Improve Your Discussion Guides with Visual Design

In this Monthly Dose of Design, learn how to apply design principles to discussion guides.

Emma Galvin

Emma Galvin

Creative Designer at Northstar Research

Top 7 Video Content Analysis Tools

Research Technology (ResTech)

Top 7 Video Content Analysis Tools

Mike Kuehne investigates the landscape of video analysis tools and their common applications.

Mike Kuehne

Mike Kuehne

How IIeX Competition Winners Delvv.io Deliver Qual Insights At Scale

CEO Series

How IIeX Competition Winners Delvv.io Deliver Qual Insights At Scale

An interview with Delvv.io co-founder and CEO Trevor Wolfe, winner of the IIeX EU 2017 Insight Innovation Competition.

Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

Research Methodologies

Real-Time Market Research

What is real-time market research and how does it change the way researchers understand an experience?

Andrew Konya

Andrew Konya

CEO at Remesh

What’s Trending on #MRX? Jeffery Henning’s #MRX Top 10 – May 24, 2017

Jeffrey Henning details the 10 most retweeted links shared using #mrx over the last two weeks.

Jeffrey Henning

Jeffrey Henning

Chief Research Officer at Researchscape

CEO Series

2 Essential Questions You Need to Be Asking Your Data Provider

The two essential questions you should ask your data provider to gain a better understanding of research participants – and why it matters.

Melanie Courtright

Melanie Courtright

Research Methodologies

Making Online Qualitative a Success: Through Their Eyes and in Their Shoes

Katja Cahoon explores the challenges and benefits of online qualitative research.

Katja Cahoon

Katja Cahoon

Managing Founder at Beacon Insight Group

10 Best Practices to Fast Track Your Qual

Research Methodologies

10 Best Practices to Fast Track Your Qual

10 Best Practices that allow teams to conduct agile qualitative research without compromising depth or quality of insights.

Katrina Noelle

Katrina Noelle

Welcome to the Third Age of Focus Groups

Research Methodologies

Welcome to the Third Age of Focus Groups

FocusVision CEO Jamin Brazil explains why the focus group is even more relevant today than it’s ever been.

Jamin Brazil

Jamin Brazil

Chairman & CEO at HubUX

Research Technology (ResTech)

Putting the Human Touch Back in Market Research

Automating certain elements of the research process allows you to focus on gathering insights and connecting with consumers.

Jim Longo

Jim Longo

Co Founder & Senior Vice President - Research Solutions at Discuss.io

Are Myths Stopping You From Engaging in Online Qualitative Research?

Research Methodologies

Are Myths Stopping You From Engaging in Online Qualitative Research?

Online qualitative research is rapidly gaining in popularity, however, myths about it still abound.

Katja Cahoon

Katja Cahoon

Managing Founder at Beacon Insight Group

Industry Insights from Partners

AI is Transforming Qualitative Research Coding

Qualitative Research

Partner Content

AI is Transforming Qualitative Research Coding

Discover the significance of coding in qualitative research, explore traditional methods, and witness the transformative impact of AI.

Jessica Dubin

Jessica Dubin

Chief Product Officer at Remesh

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